Student debt is on the rise. And scholarships, grants and student aid are more competitive than ever. But just as parents think they have plenty of time, their financial advisors aren’t sure they have enough time to dig in and learn everything. Which is why for nearly a decade, the team at J.P. Morgan Asset Management has turned to Munroe for help branding, positioning, and promoting their 529 College Savings Plans for RIAs and end-clients alike.
We wanted our educational campaign to engage on two levels: what is the data-driving information you need to plan and save effectively, and what is the untapped potential that a college education – without the burden of student debt – can enable your children to achieve. This right brain/left brain strategy came together under the idea Mission: Tuition.
As COVID-19 hit and people settled into remote working, our Mission Tuition events and road show was reimagined as an integrated digital campaign culminating in our first 100% virtual celebration of 529 day on May 29th, 2020.
U.S. Employees Engaged in the 529 Day Campaign
New Accounts Opened
Original photography featuring the talented children of J.P. Morgan’s own team helped to bring the campaign to life in a way that felt authentic, relatable and wholly ownable.
A comprehensive set of B2B and B2B2C marketing collaterals was developed to help advisors promote 529 plans as part of a holistic financial plan, as well as enable end-users fully understand the value of our tax-deferred savings plans.